We appealed to the target by engaging their core beliefs, and we overcame the media access limitations of the target by focusing on out-of-home activity. An alliance with a non-profit organization ensured the believability of the campaign, especially important for this target group. Equally important was that Biomat and its superior cleaning properties were clearly and successfully communicated in all materials, including PR

Biomat's shares in the Orthodox sector have grown by almost 50% since the activity began. The campaign was a huge success and the client (P&G) is planning to do it again in the upcoming fiscal year.